Through 2020 and 2021, S&Co have been working on a long term strategy to grow the Instagram audience for Chinatown London. This strategy has been utilising a combination of social media and digital tactics such as Influencer collaborations, social media advertising, a diverse range of engaging organic content and community management. From Jan 2021 to July 2021, Chinatown London has had a 70% increase in following with 19,715 new followers.